The Anti-Amazon Alliance

There are two big challenges when it comes to winning search:

Because search is initiated by the customer, you want that customer to not just recognize your brand (which is all that is necessary in a physical store), but to recall your brand (and enter it in the search box). This is a much stiffer challenge and makes the amount of time and money you need to spend on a brand that much greater.

If prospective customers do not search for your brand name but instead search for a generic term like “laundry detergent” then you need to be at the top of the search results. And, the best way to be at the top is to be the best-seller. In other words, having lots of products in the same space can work against you because you are diluting your own ... See more

Amazon isn’t hurting for revenue (especially now), but they are hurting for trust.

The way to deal with both challenges is the same way you break through the noise: you put more focus on fewer brands.